The industry that has profited the most off of Black culture must lead by example. As R&B and hip-hop dominate the listening charts, there are still grave inequalities. Pause Until It’s Equal will push for a more equal future by creating awareness of unfair record deals, lack of diverse board members, and the importance of education and reflection.
This 360deg campaign uses mainly three types of media. Social to reach the target audience and provide buzz, print to provide more context and copy, and guerilla to being attention in less permitted ways. All deliverables use elements from the PUE brand identity. That boils down to: expressive colors that match the colorful music, structured typography systems, and the use of large pause and equal holding shapes.
The result is a campaign with not only visual stopping power, but a strong sense of continuity. All while staying rooted in an important cause and creating quick, sharable moments. A true 360 campaign with room for even more.